Mastering TikTok Live: A Guide for Businesses

December 6, 2023
January 3, 2024

In the world of social media, TikTok has emerged as a powerhouse platform, attracting millions of users with its engaging content and interactive features. Among its many tools, TikTok Live has become an increasingly popular avenue for businesses, offering an opportunity to connect with audiences in real-time. For small businesses seeking to leverage this platform, mastering the art of TikTok Live is essential.

Understanding TikTok Live

TikTok Live allows businesses to stream live video content directly to their followers. It’s an excellent way to engage with your audience authentically, fostering a sense of community and offering a more personal touch to your brand. Whether you’re showcasing new products, hosting Q&A sessions, or providing behind-the-scenes glimpses, TikTok Live can elevate your brand’s visibility and resonance.

TikTok Live presents an unparalleled opportunity for increased reach due to their visibility on the “For You” page. As users explore content tailored to their interests and preferences, live sessions have the potential to surface prominently on this widely viewed page. This prime placement makes live content more visible, providing businesses with a greater chance to capture the attention of a broader audience beyond their current followers. 

50% of TikTok users are more interested in sponsored LIVE content than non-TikTok users. This statistic showcases a significant preference among TikTok’s user base for sponsored live streams, emphasising the potential impact and effectiveness of sponsored content within the platform’s live sessions.

Strategies for Successful TikTok Live Sessions

Planning and Promotion

Before going live, strategise your content. Define clear objectives and themes for your session. Promote your upcoming live stream across your social media platforms to generate buzz and notify your audience in advance.

Engaging Content

Create compelling and interactive content. Consider including elements like challenges, polls, or live giveaways to captivate your audience’s attention and encourage active participation.

Authentic Interaction

Interact with your viewers in real-time. Respond to comments, answer questions, and acknowledge your audience to establish a genuine connection. This encourages loyalty and motivates viewers to come back for more sessions in the future.


Maintain a consistent schedule for your live sessions. Regularly scheduled broadcasts help in building anticipation and loyalty among your audience.

Selling on TikTok Live

Selling products during a TikTok Live session requires a strategic approach. Interestingly, users are 1.6 times more likely to watch a branded LIVE to discover new brands, 1.7 times more likely to watch branded LIVE to buy a product, and 2 times more likely to claim LIVE is the most reliable medium to use while shopping. Integrating sales pitches seamlessly into your content is crucial to avoid coming across as too promotional. Here are some effective ways to sell on TikTok Live:

Product Demonstrations

Showcase your products in action. Demonstrate their features, benefits, and usage, allowing viewers to visualise how the product can enhance their lives.

Limited-time Offers and Discounts

Create a sense of urgency by offering exclusive deals or limited-time discounts during your live stream. Encourage viewers to take advantage of these special offers by making purchases whilst live.

Influencer Collaborations

Collaborate with influencers or partners to expand your reach. Influencers can effectively promote your products to their followers during a live session, amplifying your sales potential.

Direct Engagement

Use TikTok’s features, such as the “Shop Now” button, allowing viewers to make purchases directly from the live stream. Ensure a seamless and user-friendly purchasing process.

Final Thoughts

In conclusion, TikTok Live holds immense potential for small businesses to connect with their audience, build brand loyalty, and drive sales. By implementing engaging content strategies and adopting thoughtful selling approaches, businesses can maximise their success on this rapidly growing platform. So, start planning your next TikTok Live session and unlock new opportunities for your business’s growth.

Need help?

We are a marketing agency in Kent. If you’re in need of professional and experienced marketers to help jumpstart your marketing efforts, we can help. Our creative marketing team helps businesses like yours achieve the marketing targets you are striving towards. Contact us today to arrange a call to discuss all your marketing needs.

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Discover the methods to effectively harness TikTok Live's potential and unlock new business opportunities with this guide.
Grace Smith
50% of TikTok users are more interested in sponsored LIVE content than non-TikTok users.
Small Business
Social Media